Pure Brilliant White is the default white that comes out of every builder's tin, and it's properly cool — there's a blue-grey undertone sitting underneath all that brightness. That's the thing to work with rather than against. Cool stays clean; warm goes flat.
The trap people fall into is pairing it with oak floors, brass fittings or honey-toned timber. Against those warm materials PBW turns chilly and a bit clinical — it loses the crispness that made it appealing in the first place. So if your room is full of warm woods, you'd genuinely be better off on a softer white entirely.
Where it sings is alongside clean blues and honest contrast. Paint & Paper Library Slate IV (LRV 67.5) is the bridging partner — a warm grey-green with an olive lean that takes the clinical edge off PBW without dropping the light levels too far; keep the white to crisp trim beside it. For a bit more depth on woodwork, a joinery moment or a feature wall, Mylands Artichoke BH.13 (LRV 27.6) gives you a muted, earthy olive that reads sophisticated against all that brightness. And if you want a proper anchor — a front door, a study wall, kitchen cabinetry — Dulux Sapphire Springs 1 (LRV 6.4) is a deep, inky blue that makes PBW look deliberate rather than accidental.
For the hardware and trims, lean into polished nickel or chrome rather than brass, and choose white-washed or limed timber over warm oak. That keeps the whole scheme pulling in the same direction.
My honest steer: if you've inherited PBW from a developer and the room feels cold, don't fight it with warm accents — commit to the cool palette and it'll look intentional and sharp. But if you actually want a warm, welcoming room, swap the white itself for something like Slipper Satin or Pointing and start from there. PBW is brilliant at being bright; it's hopeless at being cosy.